CHICAGO – Connected TV (CTV) viewing is exploding with audiences, and advertisers want to follow suit.<\/p>\n

But where, once, TV was relatively straightforward to buy, how are agencies how approaching the proliferating platforms, opportunities and challenges?<\/p>\n

In this video interview with Beet.TV,\u00a0Beth Weeks, VP and director of media at Digitas North America, explains.<\/p>\n

Standardization sought<\/h2>\n

Weeks says she hopes the industry can begin to standardize some fo the many ways that are emerging through which agencies can buy ads in connected TV platforms.<\/p>\n

Where, once, TV was a largely self-contained medium, with few operators and few places from which to buy advertising, now there is a plethora of services.<\/p>\n

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Weeks wants a solution.<\/p>\n

“We know, as we like to continue to innovate and layer on, let’s say first or third party data against guaranteed audiences, there really is a unique opportunity to standardise the supply and the CTV space to make that a more unified approach,” she says.<\/p>\n

“So we’re really working closely with our SSP and DSP partners to find opportunities to do that.”<\/p>\n

Guarantees encourage buyers<\/h2>\n

Weeks says programmatic-guaranteed, the process through which ad buyers agree to buy a fixed number of impressions for a guaranteed price, can work well in connected TV.<\/p>\n

“Whether that be with guaranteed opportunities or non-guaranteed auction based bidding, both really represent a great opportunity for our advertisers to access this premium, big screen inventory in a more automated way,” she says.<\/p>\n

“We’ve seen this big sort of AVOD viewing. Fortunately it’s no longer just the Hulus and YouTubes of the world.<\/p>\n

“But accessing that inventory really requires a great partnership with the SSPs as well as the DSPs … to be able to transact from a programmatic guaranteed perspective.”<\/p>\n

Header bidding opens new opportunities<\/h2>\n

Weeks thinks header bidding, a software technique which sees ad auction systems able to entertain bids from multiple demand sources simultaneously, thereby increasing publishers’ yield, can also work for ad buyers.<\/p>\n

Header Bidding Can Redefine OTT Ad Sales: PubMatic’s Berlingo<\/a><\/p><\/blockquote>\n